2025 PPC Trends

Developments in the digital world make performance marketing (PPC) more dynamic every year. AI-powered tools, data-driven strategies, and new advertising platforms will continue to be the center of attention in the marketing world in 2025. Those who adapt quickly to innovations and interpret trends correctly can achieve success in this field where competition is becoming more intense.

In this article, we will discuss the trends and opportunities in performance marketing in 2025 and the strategic steps that can be taken to adapt quickly to changes. 

The Impact of AI on Performance Marketing

Performance marketing has undergone a major transformation in recent years, driven by technology, especially artificial intelligence (AI). From campaign management to audience analysis, and ad creation to data reporting, AI is reshaping business processes by producing smarter solutions at every step. So, how exactly does AI affect this field? What are the pros and cons? Where can this transformation evolve in the future? Let's take a look together. 

Contributions of AI to Performance Marketing

1. Efficiency and Time Savings 

One of the most significant contributions of AI to performance marketing is the reduction of manual workload. Tasks such as keyword research, audience analysis, A/B tests, etc., which ad managers spent a lot of time on in the past, are now automated thanks to AI-based tools. This allows managers to spend more time on strategic planning.

2. Comprehensive Data Analysis 

AI offers a tremendous capability in big data analysis. AI algorithms that analyze user behavior across thousands of data points provide ad managers with more in-depth insights. For example, it is possible to reach details such as which hours users are more active and which ad formats attract more attention. Thanks to this data analysis, more personalized and effective campaigns can be created.

3. Audience Segmentation and Retargeting 

Artificial intelligence has taken audience analysis to a very advanced level. By instantly analyzing user behavior, it has become much easier to identify users with specific interests and target them with appropriate content. In addition, in retargeting processes, special ads can be shown according to different behaviors of users. For example, users who leave items in the shopping cart can be automatically included in a customized campaign.

4. More Comprehensive Reporting and Instant Insights 

While traditional reporting processes are usually done on a weekly or monthly basis, AI enables instant analysis and insights. This allows performance marketing teams to make decisions quickly and optimize campaigns on the fly. For example, if a campaign is not performing as expected, AI can detect this and enable quick action to be taken.

The Challenges AI Brings to Performance Marketing 

1. Declining Control and Lack of Transparency 

Automation based on AI's complex algorithms can sometimes make it difficult for managers to have full control over campaigns. It is not always possible to understand how the algorithms work and what criteria they use to make decisions. This can make it difficult to understand campaign performance and intervene when necessary.

2. Data Privacy and Security Risks 

AI's ability to process data also brings data privacy risks. When targeting based on user behavior, there may be risks of privacy violations or data misuse. Regulations like GDPR require us to pay more attention to data security, and AI must operate in compliance with these rules.

3. Reduced Human Contribution 

As AI's automation capabilities increase, the need for manual processes decreases. For some executives, however, this means less 'human input'. In areas such as creative strategy and campaign planning, human intelligence still plays an important role. The automation offered by AI should support strategic thinking, not replace it entirely.

4. High Budgets for Artificial Intelligence 

AI systems and tools can often be costly for small businesses. While large-scale companies can integrate AI technology more easily, for teams working with smaller budgets, AI can sometimes be a financial burden. When access to AI-based tools is limited, the risk of falling behind the competition increases.

What awaits us in the future? 

1. Artificial Intelligence-Based Advertising Strategies 

In the future, with the development of AI, we are likely to see more intelligent and customized advertising strategies. Campaigns that analyze user behavior more accurately can perform emotional analysis, and are optimized according to individual user experiences will come to the fore. This can help create campaigns that make each user feel special.

2. Voice Assistants and Visual Search Optimization 

As AI evolves, the integration of innovative technologies such as voice assistants (e.g. Siri, Alexa) and visual search (e.g. Google Lens) into ad campaigns will increase. These types of searches are becoming increasingly common, especially among mobile users, and performance marketers will need to develop audio and visual content strategies in the future.

3. Social Responsibility and Ethical Concerns 

How AI processes data, whether it is ethical and socially responsible will continue to be an important topic of discussion in the future. Transparent and ethical use of AI can increase the credibility of performance marketing teams in the eyes of the public.

4. Real-time Personalization and Interaction 

AI will make it possible to create real-time personalized campaigns. It will become widespread to get instant data from users' browser history and show campaigns based on their interests. This can contribute to higher user interest in campaigns and increase conversion rates. 

As a result, AI is revolutionizing performance marketing. It's reducing manual labor and creating more space for strategic thinking, but it also brings new challenges such as data privacy and transparency. The future will see more personalized and intelligent campaigns, but it will also raise questions about the ethical use of AI. For performance marketers, the key to success in this new world is to see AI as a supportive tool and not to forget the contribution of strategic thinking and human intelligence.

Apple Search Ads 

Apple Search Ads has taken its place in the ever-evolving and dynamic marketing environment of digital advertising. It was recently announced that Apple Search Ads will be available in Turkey and 20 other countries.

According to Apple website data, more than 650 million users visit the App Store every week. Increasing visibility on a platform with such high user traffic is crucial to attracting users and increasing downloads. Apple Search Ads can help achieve this by ranking at the top of search results.

A Brief History of Apple Search Ads

Apple Search Ads were launched in 2016. They are sponsored ads that appear above search results in the Apple App Store. 

In 2017, two options became available:

- Advanced Search Ads 

- Basic Search Ads

The main differences between these two options:

Basic Search Ads allow you to run ads only at the top of App Store search results, with no keyword or audience settings, and you pay per install. 

Advanced Search Ads allow you to choose from many different placements, audiences, and keywords, and you pay per click.

Basic Search Ads

Users can set their goals and budgets and activate campaigns simply and quickly. Smart automation comes into play here, optimizing search results and app promotions for you, and optimization provides a predictable cost advantage.

Advanced Search Ads

Apple Search Ads Advanced allows you to advertise and promote your apps across the entire app store. 

Apple Search Ads Advanced uses the CPT pricing model, which means you only pay when a user interacts with your app. Apple previously used a cost-per-thousand impressions (CPM) model for this program, charging a fee for an ad impression, but in June this year, it switched to the CPT model, giving advertisers better value for money.

Advanced offers detailed performance metrics and reporting.

You can create four different campaigns in Advanced Search Ads:

1. Brand Awareness (Branded)

2. Category

3. Competitor

4. Discovery

Apple Search Ads Ad Placements

1. Search Results:

Your ad can be displayed at the top of the Recommended section in the Search tab and grab a user's attention before they even enter a search query. This premium placement appeals to users who are actively looking to discover new apps. Also, when someone searches for specific keywords or apps in the search field, the ad appears at the top of the results. These ads are highly visible to those who are actively searching for specific content.

2. Search Tab:

Search tab ads are displayed at the top of the Recommended section in the Search tab and grab users' attention before they start their search. This ensures that your app is actively visible to users who want to discover new apps.

3. Today Tab:

Showcased as the first thing millions of users see when they open the App Store, the Today tab showcases a series of app recommendations, editorial content, and featured apps when users enter the store. These potential customers often arrive with a receptive discovery mindset, actively searching for new and engaging apps and being open to relevant recommendations. Above this curated content is an ideal spot to increase brand awareness and engagement, especially effective for promoting new content launches, special events, and seasonal promotions.

4. Application Product Pages

Capitalize on the interest of interested users and invite them to discover similar apps (i.e. yours) by placing your ad on the product pages of related apps. This strategic placement attracts potential customers who are already interested in an app's topic or genre, increasing the likelihood of a download.

Targeting options are also available depending on the placement chosen:

- Target Audience: You can narrow down specific devices, demographics, locations, and customer types (all users, new users, returning users, users of your other apps)

- Keywords: Apple automatically matches ads to searches, but you can add keywords manually

Future of Apple Search Ads

As the world of digital advertising continues to evolve, especially in Apple Search Ads, the importance of agility and continuous learning cannot be overstated. As we move into 2025, it's critical to understand the latest market trends and best practices in Apple Search Ads to stay ahead in the competitive app marketing space.

Apple Search Ads have become an indispensable tool for app developers and marketers as a direct route to the top of App Store searches. While it's not certain, it is anticipated that Apple will not only offer ads on the App Store but beyond.

Evolution of PPC Strategies in 2025 

As the world of digital marketing evolves rapidly, PPC strategies are keeping pace with this change. Campaign management, which used to be shaped by manual processes, is now being transformed by automation and artificial intelligence (AI). In this article, we will examine how this transformation is taking place and what awaits us in PPC strategies until 2025. 

The Rise of AI and Automation

In the past, PPC account managers performed manual optimizations, developed strategies, and were labor-intensive to ensure the success of campaigns. Processes such as keyword management, bid adjustments, and audience segmentation relied heavily on human intervention. Today, however, we are experiencing a shift where Performance Max campaigns are further limiting marketers' control and broad match keywords are being suggested more frequently. With smart bidding strategies proving their effectiveness, AI integrations have taken over significant operational control. This process allows marketers to focus on strategic goals rather than day-to-day operations.

However, while automation promises efficiency and the effectiveness of the tools is undisputed, the often escalating costs of outcomes are forcing businesses to develop new ways of adapting.

Demand Gen and Performance Max: Google's New Favorites

Artificial intelligence has opened the doors to a new era, enabling not only targeting but also personalized content. Multichannel advertising enables brands to engage with their target audiences wherever they are. For example, PMax campaigns extend their reach by using data from Google properties such as YouTube and Gmail, while Meta's behavior modeling tools leave traditional segmentation methods behind.

This omnichannel approach requires brands to further refine their content strategies. High-quality creative content - be it single images, videos, or carousels - is becoming the cornerstone of success, especially in Demand Gen campaigns, where visually rich and attention-grabbing content is the key to success.

Considering the advantages of Meta's behavioral advertising, Google decided to use YouTube, the world's second-largest search engine, as a social media platform and created a strategy in this area by converting old Discovery ads into Demand Gen campaigns. Looking at the breakdown of my campaigns, I can say that Demand Gen was persistently marketed by the Google team and was a successful campaign model in terms of results. In 2025, it looks like we will move forward with Performance Max and Demand Gen campaigns.

From Broad Targeting to Advantage+ Strategies: Change in Meta

New developments in the Meta platform show the evolution of the strategies we have seen before. A new form of these strategies has been developed to provide advertisers with more efficient results. What we used to call broad targeting, where we put a campaign into learning without any limitations, and after spending high budgets, the campaigns were optimized through the learning process, is now replaced by a new approach where we just add a “+”. Yes, Advantage+ claims to embrace the core principles of broad targeting, but with advanced features that offer greater flexibility and efficiency.

This approach offers marketers flexibility, providing cues on specific targeting, and allowing them to shift to broader strategies when needed. This year, as every year, Meta advises us not to limit targeting, not to limit the areas to publish on, and to leave everything open. With this strategy, we can see that it is following a similar path to its competitor.

As a result, while we see Google trying to close the advantages of Meta with Demand Gen, we also observe that Meta is following the path of its competitor. We can see that Meta offers us some of the features that Meta has taken from Google with the effort to create more links and areas by adding sitelinks, while directing towards the targets it wants with optimization scores.

Google and Meta's Common Trends in Advertising

On both platforms, we observe that Google and Meta take a collaborative approach, guiding advertisers with optimization scores. This process can lead many account managers to stick to optimization recommendations. However, in an advertising approach based on experimentation and testing, we observe that some of these recommendations do not work and some do not produce the expected results.

Meta and Google are constantly offering specific solutions to their users, especially through their marketing representatives. However, these reps are usually sales-oriented and aim to promote new products. For example, Google's Performance Max campaigns or Meta's new products, such as Advantage+, are among the major developments affecting marketing strategies.

These platforms use artificial intelligence and machine learning to dynamically blend content - text, images, and video - to deliver the optimal combination of ads to the user. This process enables content to be tested more efficiently and the best-performing combinations to be selected.

While campaign management used to be done mostly through manual processes, new strategies are now developed by testing ad groups and content. Giving new products more chances often leads to successful results.  We're at a time when Google and Meta are providing more opportunities for users to test new products, giving early adopters an advantage over their competitors.

As a result, staying on top of what's new and focusing on new products often seems like an obvious strategy for improving the success of ad campaigns, but sometimes we can lose sight of the obvious. That's why it's important to remember them from time to time and not to forget the importance of such basic strategies.

The Importance of Data and Regulations in PPC Campaigns

Data is as fundamental to the success of PPC campaigns today as it always has been. Especially in campaigns such as Performance Max and Advantage+, it is necessary to have a solid data infrastructure to achieve successful results. A campaign that lacks data cannot be effective. For this reason, data measurement is as critical today as it was in the past. It is essential to meticulously examine whether our data is measured accurately and healthily, the reliability of the analyses, and possible data losses. Regulations play an important role in this process. Regulations such as GDPR and KVKK directly affect data usage and advertising. Situations such as the acceptance or rejection of cookies shape advertising strategies and this has led to many changes during the year. Regulatory changes may bring new restrictions on AI and data usage. However, experience shows that alternative solutions to such restrictions can be found. As a result, it is vital to ensure that data flows properly. This includes not only analytics and data retention platforms but also our CRM systems and the transfer of data to advertising platforms. This holistic approach ensures that data is used properly and campaigns become more efficient.

PPC Strategies in 2025: A New Era with AI and the Power of Data

In the world of digital marketing, PPC strategies are rapidly evolving, requiring marketers to constantly innovate to stay competitive. With the rise of automation and artificial intelligence, PPC campaigns can become more efficient and scalable, but this process also requires strategic flexibility and accurate data management. The new opportunities that major platforms such as Google and Meta offer marketers with broader targeting and innovative advertising methods provide important clues about how PPC strategies will take shape in 2025. 

In addition, the increase in AI-powered content diversity and more efficient testing processes will change the way campaigns are managed. AI will make it possible to diversify content faster and test for different target audiences. This will increase efficiency by providing marketers with more data and insights to optimize their campaigns. 

As data privacy and regulation grow in importance, it is important to take a careful approach in these areas. Staying true to the core strategies of advertising and always making data-driven decisions will be the key to success. 

The right steps to be taken in PPC will both increase operational efficiency and ensure stronger results in the long run. As we move towards 2025, it should not be forgotten that smarter and more effective campaigns can be created with the strategic guidance of human intelligence while leveraging the power of automation and artificial intelligence integrations.

Outcome

The year 2025 will be characterized by innovative technologies and strategies. In the digital marketing world, tools such as artificial intelligence and data analytics will take center stage in marketing strategies, while the evolution of social media platforms and new advertising solutions will further strengthen brands' ability to reach their target audiences. Marketers who can quickly adapt to these changes and develop creative and data-driven strategies can take advantage of the competition in the industry and gain a stronger position. The year 2025 will present great opportunities and challenges for marketing professionals, and making the right use of these opportunities will pave the way to success.